There is so much talk about engagement – about being there for your customers – giving a high five and a W00T! on social to say thanks… but it’s not enough. People expect more from us.
At the end of 2012 I watched people start to grumble that Engagement was not a strategy – it didn’t convert into sales and it didn’t convert into value. Its a shame – I like people and I like to connect – it kind of felt nice to be social, even if you couldn’t show an ROI.
And so we made 2013 The Year of Content – how to write, photograph, photoshop, pin, tumbl, press-up some original content – something that sparked a like, a love, a ‘me too’ – a reaction that google would notice and push us up the page rankings.
You know, UGC is king.
All fine, but whats the point of these exchanges – we’ve created a channel, opened a door, shown a little bit of flesh above the hem line but we havent commited to be helpful – we are still broadcasting.
We want to connect because we want Loyalty and Advocacy – but have we covered the basics? How can we expect the rewards of a relationship if we haven’t covered of the fundamentals of Customer Service.
Answers now, please. To all kinds of questions. Because your product is complex and in fact is my life is even more complex. And here – right now, on social – Im going to share that with you.
Social – Its a tough place to be if the intent and mechanics aren’t there to get folks what they need.
A time-line of buzz is kind of fine – but you have to cover the basics, right?